From audience to activation, minimising data leakage

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Until the very recent past, the route from audience to activation was simple. We used a range of different data sources to create targeting approaches and profile audiences, delving into their consumer journey, exploring emotional and behaviour trigg

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands